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INSIGHT: Even beach oddballs know how to sell |
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By Christopher Aesoph For the Sioux Falls Business Journal
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Tuesday, 19 June 2007 |
Friends warned that if I strolled Venice Beach in Los Angeles, I would see every aberration possible within the human condition.
They were correct. On the sidewalk there were wonderful people doing innovative things along with a number of enthusiastic nuts. When it comes to my sales efforts, I hope to be counted in the first group and not the second.
Like every human effort, the sales industry is prone to fads. Partially driven by the publishing industry, in which sales fashions can be updated and then promoted like summer colors, sales methods tend to swing from one end of the pendulum to the other.
For instance, selling based on relationships will be replaced by selling that depends on memorizing a formula. Selling yourself first will be overturned by selling based on a product’s technical superiority. And on it goes, keeping the need for new books and the latest methods at the forefront.
After one has been in the industry for a few years, an alert reader can predict the next series of books that are about to emerge. It’s interesting to see how a popular method is scorned quickly by competitors who must carve out their own niche by chipping at the front-runner.
And so I was struck by the various sales methods in operation at Venice Beach. Each one could have inspired its own book and video.
One man used the “service first” approach. This tribal-outfitted gentleman smoothly glided on inline skates with 6-inch wheels, coasting by in a turban while he played Hendrix on a portable electric guitar. Interrupting his groove, he cooed: “If you can spare a donation I’d really appreciate it.” I noted that I didn’t have any spare change.
“There’s an ATM nearby,” he said helpfully. As I smiled and turned away, he encircled me with another entreaty. This was becoming less fun, I decided.
Farther down the path, was a man and his sand dragon. His sales efforts might be deemed the “attention to detail” method. His creation, about 6 feet long and 2 feet high, was a masterpiece. The maker’s cardboard sign read: “Please make a donation. This is how I make my living.” I moved on.
Another man used the “giveaway” approach. He’d ask to pose for a picture, and then he’d ask for money. He was a petite bodybuilder. His only articles of clothing were a very brief bikini, ankle socks and roller skates.
His selling method depends on confusion and then, more importantly, guilt. The guilt arrives because he supposedly gave you something – his picture. The confusion is that he asked you to do it. Again, the convenient location of the ATM was mentioned in his spiel.
You may be tempted to say professional salespeople are not prone to the methods displayed on Venice Beach. Actually, in this case it’s not the technique that is so unsavory – the technique is flawless. It’s the product that disappoints.
I’ve also been noticing recently the “totally open and honest” sales methods that are in vogue. This method depends upon the salesperson sharing more information or vulnerability than one expects.
On Venice Beach, this method was embodied by a person who was honest enough to admit his vices. “I’m drunk, and that’s the goal of my life,” he slurred. “I’d like to meet my goal twice today, and if you have change for a beer, we can make it so.”
Struck by his forthrightness, a number of young people laughed and gave him their money. I was impressed as well but having no spare change, I smiled and declined. “There’s an ATM nearby,” he suggested.
Aesoph is president of The Aesoph Group
www.aesoph.com |